The Power of the New Press Release
Critics have been questioning the future of press releases for years. And sometimes it seems like the naysayers could have a point. With constantly changing Google algorithms, the immediacy of microblogging, and the effortless accessibility of information on the Internet, it can be easy to be swept away in the sea of doom and gloom. But have no fear. Doom and gloom, have no place in press release discussions. No, instead of “RIP press releases,” we say, “Long live this straightforward and news-worthy content!” (Sorry, not the catchiest chant, but stick with us, ok?). In fact, we believe with solid, well-written copy and an effective distribution service, this “What, When, Who, Where, How and Why”-centric article format could be one of the most powerful and far-reaching components in your company’s communication strategy. Wait, What is a Press Release? But we do need to pause and make sure we are taking a modern, savvy approach to this very worthy tool in our copy toolbox. In a world of social media and blogging, it only makes sense that press releases, a stalwart in the media world since the early 1900s, must also continue to evolve with the latest communication channels. It’s not time to leave the mighty press release behind. Rather, it’s time to figure out how to incorporate each press release seamlessly into the rest of your content campaign. According to Entreprenuer.com, a press release is a “public relations announcement issued to the news media and other targeted publications for the purpose of letting the public know of company developments.” And we agree, although we’d like to expand the definition a bit. In addition to “news media and other targeted publications,” we’d like to add that modern press releases should also be written with influential social media users and bloggers in mind. That’s right – today’s press release should have more in common with a postable article than a stuffy, formatted disclosure of facts. So here’s our definition of a modern press release: The key background facts of newsworthy business events written in an easily readable manner that appeals to media pros, social media mavericks and interested customers. The New What, When, Who, Where, How and Why of Press Releases As we alluded to above, a press release addresses the six basic elements of any major event: What, When, Who, Where, How and Why. But what exactly do we mean when we say “What, When, Who, Where, How and Why” – and how can you adapt it for both on and offline success? What — Press Release Content You may be sick of hearing this from us, but we will never EVER stop saying it. Quality content is crucial. Crucial to your readership. Crucial to how people interact with your content. Which finally, is crucial to your all-important search engine results. (If we could figure out another way to drive home the crucial-ness, we totally would. Because it is…well, you know). Press release content is no different. Quality content is king in this realm, too. This is because the audience (more on that in a second) expects a specific format and impeccable grammar. Traditionally, in a well-organized press release, the key details of the event were addressed in order of importance. That’s it. No embellishment. No sales-y pitches. Just the facts in a succinct, well-researched manner. Today, many of the same press release standards are in place. The easily accessible facts are a must. The absence of sales-speak is just as important. The format – mandatory. But in the fast-paced Internet world, where an online magazine or blog may grab your press release in full, a few updates are in order. Dry content is out. Engaging readability is in. Here are just a couple of our expert press release tips. Attention-Grabbing Headline: Internet readers’ attention spans are notoriously short. So gaining their attention in a crowded, information-overload setting is the first step to making sure your information is distributed successfully. Ok, quick! Which article would you click on? Computer Store Announces New Location -or- Thousands Await Life-Changing Technology to Move In Just Down the Street You’re right, both convey the same information, but one has you ready for more, while the other is equivalent to a copy desert – dry and without hope. So garner your press release — and thus your store opening — interest with click-enticing headlines. Quirky Quotes: Give your press release a unique voice by getting the principles in on the story. Don’t simply quote the facts, “The store will break ground in May 2014.” Quote reactions to the facts. If the storeowner says something like, “The store will break new ground with technology people have only seen in sci-fi movies.” That, my friends, is the quote you want. And remember, even if your article is not picked up in full, these facts provide a much-needed backbone for potential news articles, blogs and social media updates. We’ll show you how to effectively bring social media into the mix in a moment. But first… When — What kind of event calls for a Press Release? First and foremost, a press release must be news worthy. Don’t waste people’s precious time and patience with bland announcements. Reserve the power of the press release for true, industry-rocking events, milestones, or projects. The same computer company who used a press release to spread the word on their groundbreaking store can also use a press release to communicate: Carrying or Developing an Innovative Product Hosting Grand-Opening Event Hiring a World-Renowned Computer Guru as their CEO Offering a New 24-Hour Home Service Avoid tactics like scheduling weekly releases. In the absence of true news, you’ll likely have to resort to unfortunate hyperbole — “We’re the ONLY ones with mouse pads” — about mundane things. Also, don’t use a press release to spread bad news. Much like an attention-grabbing headline, the subject matter must be intoxicating enough to stop people in their tracks. To keep … Read more
